Investigating the Subconscious Messages in Creative that Impact Brand Choice
By Jeremy Clough
February 2, 2018
In this interview, Brendan Cooney, Director of Research at Sentient, talks about how implicit research reveals the emotional meaning of creative and emphasizes the importance of placement. Brendan explains how Sentient was able to influence the creative direction for a boarding school by uncovering the right pairing of messages and images that evoked the emotions that increase student enrollment.
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Love it, Brendan! Just the way to conduct such a study. Kudos!
Thanks, Paul! We’re looking forward to seeing you in Singapore! 🙂